Millennial fallout threatens premiumization

According to the IWSR, millennials played a key role in alcoholic premiumization trends at the height of the COVID-19 pandemic, leading the global consumption bounce-back in 2021 in key markets on the back of higher levels of disposable income and embracing more sophisticated at-home drinking occasions. However, this trend is likely to be reversed by economic instability, the IWSR said, as younger consumers become less secure with their finances and employment prospects in the years ahead.